Angel Delight in Disruptive Innovation Shocker!
Posted by Richard Oldham on May 1, 2012
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One of the 20 principles of disruptive innovation we often talk about with our clients is that of creatively reframing the marketplace to help identify tangential ‘white space’ innovation opportunities … Evian moving out of bottled water into the ‘natural source of youth’ market , or what Charles Revlon was referring to when he famously stated: “In the factory we make cosmetics; in the store we sell hope”.
A neat example of this principle popped up today, courtesy of Premier Foods, which has launched a ‘Whisk and freeze’ variant under its Angel Delight brand. The new product is essentially a powdered mix for making and freezing ice cream at home. To my mind it’s a neat innovation for a number of reasons:
- It hits the ‘austerity’ trend for cheaper products … while at the same time hitting the trend towards families wanting more control over the foods they eat and wanting more involvement in making them.
- It is perfectly aligned with Angel Delight’s core competency: powder in packets for making family desserts. This is important, because while this isn’t the first time that a brand has looked at similar powdered products (Ferrero has been test-marketing a ‘ready to freeze’ ambient ice cream product, Gran Soleil, in Malta amongst other places), it may well be the first time that a non-ice cream brand has seriously considered it as an opportunity. For obvious reasons, this isn’t currently an attractive place for a premium ice cream brand to position itself.
- It genuinely represents a ‘white-space’ opportunity, offering incremental revenue at the expense of the ice cream category.
This is hardly likely to be the future of ice cream, but it could very well offer a renewed future for Angel Delight.